Authors: 25 Essential Radio and Podcast Interview Tips to Boost Book Sales

By David Lewis

Our award-winning book publicity firm, CS Lewis & Company Publicists, has booked clients on thousands of radio interviews through the years. One thing is certain: radio and podcasts sell books. But first, the author must be ready and able to maximize the opportunity.

Whether it’s an in-studio interview, a zoom call, or a “phoner,” we brief our clients using these 25 essential tips.

Interview tips for book authors

1. Confirm the exact interview date, time, and duration.

2. Keep the interview length in mind as you plan and rehearse. A 3-minute interview is very different than a 30-minute interview, particularly pertaining to pace.

3. Revisit the press release or pitch that led to the booking. You can also provide a Q&A document to the host prior to the interview. (One of my clients swears by them.)

4. Investigate the show or network’s listening audience and the on-air personality of the host.

5. Know your main objectives for the interview — the points you most want to get across.

6. Prepare your big idea and three key messages. (Comic legend Jack Benny claimed his best ad-libs were the ones he rehearsed the most.)

7. Practice out loud repeatedly, recording yourself until you perfect your upbeat, energetic tone.

8. Create a distraction-free environment. Close windows and doors, silence all your devices, and make sure those close by know you can’t be interrupted.

9. Use a landline if possible. If you must use a cell phone, stay in one spot with a strong signal.

10. Warm up your vocal cords before you go on the air. You don’t want to mumble or stumble right off the bat.

11. Smile as you speak. It’ll make you feel happier and more confident and in control.

12. Keep plenty of water nearby. (Dry mouth can turn a radio interview into a disaster.)

13. Steer clear of classic interview killers: giving one- or two-word responses; rambling incessantly; using jargon; or overselling your book.

14. Avoid speech fillers — unnecessary and distracting sounds or words, such as “um” and “you know.”

15. Treat your interview as a conversation. Don’t perform; communicate. You’ll sound more natural using your usual relaxed language.

16. Listen carefully and respond to the interviewer’s question. Never answer a question other than the one you were asked in an effort to promote yourself.

17. Be sure not to bury the lead. Use an “inverted pyramid” format — conclusion first.

18. Offer your ideas in sound bites — verbal bullet points that are crisp and clear. You’ll make the host and listeners’ jobs easy.

19. Don’t assume the host understands your technical expertise. At the same time, don’t be patronizing.

20. If you flub a response, casually correct yourself and keep going. What you perceive as a gaffe, most listeners won’t even notice.

21. Bring ideas to life with real-world stories or statistics.

22. Challenge conventional wisdom. Have a contrary or counter-intuitive viewpoint or debunk popular myths.

23. Stay fresh and engaging. It’s not the first time you’ve discussed your ideas, but it is the first time the listeners have heard them.

24. Be prepared for negative comments and, by all means, avoid becoming argumentative or defensive. (You won’t win.)

25. Debrief after each interview. Ask yourself, “What specifically did I do well?” and “What could I improve on the next time?”

Finally, have fun and enjoy yourself. It’s one more essential way to max your radio interviews — and sell more books.

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David C. Lewis is vice president of C.S. Lewis & Co. Publicists. David helps authors focus their messaging and establish their brand through frequent interviews and appearances on podcasts, radio, and television and by becoming contributors at such sites as Thrive Global, Forbes.com, Chief Executive, and PsychologyToday.com.. David lives with his wife, Loida, and three children in Woodstock, NY.